Facebook
Targeting everyone on Facebook works better than a specific few
Online platforms such as Facebook claim that online advertising is better. Brands can target customers on parameters such as age, location, interests and online activities. The best performing ads on Facebook are without targeting.
Tim Doyle is a venture capitalist and marketer. He wrote, “I’ve spent a large portion of my life working FB ads. Every audience trick, every creative fad, every charlatan, every rising CAC doomsayer. The culmination of it all? The ad below, with absolutely no targeting, is the best thing performing thing I’ve ever seen.”
His learning while heading marketing for an online furniture startup is that eyeballs are better than targeted reach. Facebooks ads should be entertaining.It is alright to fail, while trying to make entertaining ads. It’s an old debate between mass marketing and targeted marketing. Good marketing is to find the right balance between the two.
Experts suggest that businesses should not be targeting everyone, everywhere. Instead, they should aim to target everyone within their category. The traditional model of segmenting, targeting and positioning is not a foolproof method. It is best when budgets are small, there are temporary gaps, tailor the message for a specific audience, and to attract the specific buyers for a certain product ( book lovers for Kindle).